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Analyzing the Cultural Diversity of Consumers in the Global Marketplace

Analyzing the Cultural Diversity of Consumers in the Global Marketplace

Copyright: © 2015 |Pages: 403
ISBN13: 9781466682627|ISBN10: 1466682620|EISBN13: 9781466682634
DOI: 10.4018/978-1-4666-8262-7
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MLA

Alcántara-Pilar, Juan Miguel, et al., editors. Analyzing the Cultural Diversity of Consumers in the Global Marketplace. IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8262-7

APA

Alcántara-Pilar, J. M., del Barrio-García, S., Crespo-Almendros, E., & Porcu, L. (Eds.). (2015). Analyzing the Cultural Diversity of Consumers in the Global Marketplace. IGI Global. https://doi.org/10.4018/978-1-4666-8262-7

Chicago

Alcántara-Pilar, Juan Miguel, et al., eds. Analyzing the Cultural Diversity of Consumers in the Global Marketplace. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-8262-7

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The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base.

Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.

Table of Contents

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Front Materials
Title Page
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Copyright Page
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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series
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Editorial Advisory Board
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Foreword
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Preface
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Acknowledgment
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Chapters
Back Materials
Compilation of References
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About the Contributors
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Index
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